social media how toFor many companies, the conversation has shifted from “why” or “should” we do social media, to “where” and “how” social media should be done.

A major component of answering those questions effectively is understanding in which social outposts your customers are concentrated, because there really is no benefit in beating your customers to the punch. Companies should follow, not lead, their customers across the social web.

At conferences, I’m often asked something along these lines: “My boss thinks none of our customers are on Facebook, but I think they are. What do I do?”

Here are 4 ways to find out where your customers are in social media:

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social media case studiesPicturesque Lake Arrowhead, just 90 miles east of Los Angeles, has long been a peaceful refuge for celebrities, film executives and families. More than 120 movie studios have filmed here and the area hosts several big-draw events every year.

Yet the lake community does NOT have a rock-star budget.

With a small percentage of county tax dollars, the Lake Arrowhead Communities Chamber of Commerce must support two visitor centers, multiple events and promotion for the area.

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social media how toFacebook fan pages number among the few social media channels that allow page customization for users. Instead of a mediocre interface, business owners and professionals can now apply HTML code to enhance their Facebook fan page presence to promote and build business branding.

Rich content creates a memorable interface that gets people talking, lets a special announcement or contest go viral, improves fans’ engagement and so much more.

To create an important hub to reach out to millions of potential supporters, you need to up your game and optimize your fan page to meet its ultimate purpose.

(Important Update: Facebook no longer supports FBML. Please refer to the articles on Facebook iFrame.) Everything is possible, thanks to the powerful Facebook application known as Static FBML. Many people may be unaware of the advanced functionality FBML gives a fan page, such as creating and naming your tabs or boxes freely. For those who are curious just how powerful Static FBML can get, we’re going to inspect it all here:

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social media how toOne of the hallmarks of social media is content:  creating it, sharing it and engaging with it.

The best content in social media inspires, informs, educates or entertains (and if you’re really lucky, it does all four!).  But how do you create content that goes viral?

What follows are seven strategies you can employ to help your content succeed.

The idea for this post came from Jay Baer’s excellent article on creating reusable social media content, which defined how companies can generate more value by repurposing existing content.

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